Archive for January 25th, 2010

Bargain hunters shop newspapers, survey says

Monday, January 25th, 2010

Newspapers and magazines are still advertisers’ best bet for reaching serious shoppers, a survey released Friday says.

According to an Editor & Publisher report, “23 percent of adults surveyed said that newspaper and magazine advertisements are the place they will find the best bargains. By contrast, 18 percent said the best bargains are found online, 12 percent picked direct mail and catalogs, 11 percent chose television, while just 2 percent said they turned to radio for bargains. “

The Harris Poll for Adweek Media “also found that the older the respondent, the more likely they are to cite newspaper and magazine advertisements. … Among the 44 to 54 age demographic, 24 percent use print ads, while one-third (33 percent) of those 55 and older say newspapers and magazines are the places to find the best bargains.”

Consumers aged 18 to 34 are more likely to say online ads (22 percent) and television commercials (17 percent) are the best places to go.

Women are more likely than men to prefer newspaper and magazine advertisements, or direct mail and catalogs, while more men go online, the survey found.